Google Rolls Outs Ad Sequencing Feature in M.E.

Google has launched a new sequencing feature which will enable advertisers to target users with different messages within one campaign. A new video ad sequencing feature was rolled out for a Centrepoint campaign conceived by Impact BBDO. The ad was to showcase the retailer’s e-commerce channel. A marketing team from Google working with MEC, the media planning agency, we’re all hands on in creating the campaign that took various steps including its planning and sharing of best practices on creating campaigns to target the appropriate audience.

“The video ad sequencing feature lets you string together ad creatives,” said Alex Brunori, Creative Impact Lead Google MENA. “You can pivot, you can react and you can take consumers down a different path depending on which ads are working for them. For example, advertisers can show a 15-second True View ad to build awareness, continue with another, longer spot that communicates product attributes, then follow with a six-second bumper ad to keep top-of-mind and drive to purchase. And they can build a longer story that lives in episodes, mirroring the always-on consumer lifestyle.”

The campaigns consists of a series of videos whose storyline revolves around an astronaut who learns that she has nothing to loose before she encounters alien lifeforms on another planet. YouTube and BBDO were each involved and very much invested in the evolution of the full form versions as well as in the creation of the bumper ads.

To make these ads widespread beyond YouTube, the videos have been incorporated into a wider website competition across Centrepoint’s social media platforms which has chosen a fun way to engage consumers by enlisting the help of customers to help design an out of this world spacesuit for the astronaut featured in the video ad.

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